Around the time of the summer Olympics there were tons of shows about the Olypmics but there was one radio program that really stood out to me. It was on NPR but I don't remember the show in order to give them credit, sorry. It was about the advertisers and who were "official sponsors" and what they paid and such. They discussed all aspects of marketing during the Olympics but what struck me was when they talked about the advertisers who "piggybacked" the Olympics.
This concept is basically like running along side. It isn't direct advertising with the event (that is expensive) but uses the hype and excitement to their advantage. Mainly by using heavy targeted advertising before and after the event (or on another channel) without directly siting the event.
eBay sellers can use this sort of momentum to their advantage too. For example, right now I've been hearing a bunch about how Barbie will turn 50 on March 9th. We all know how popular Barbie is and how she is a staple on eBay. Wouldn't it be a good time to jump on the bandwagon?
You can do this with any event that is getting publicity on its own accord. Obviously you'll need to pick something that connects to your niche. I mean, I love Barbie and have a small collection of my own, but I'm not a Barbie seller so her birthday doesn't really help me much, but maybe it would be a good time to do a little closet cleaning!
